Archive for November, 2010

Opposite Sex

This piece from WYSE Advertising is emotion-based and uses attitude to present its message.

The ad targets men and the strategy is to reinforce his macho self-image by reminding him of another comparable love, his car.

As a man, I think that the ad is empowering.  It refutes the saying, “behind every great man is a great woman.”  Now it might have been ‘changed to “behind every great man is a great car.”

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Bell Telephone

This is a Bell Telephone advertisement from 1959. Its strategy is effective and similar to those that advertisers still use today. It wants to persuade house mothers that they need a kitchen extension phone not only for convenience but to be a competent parent as well. This specific strategy would not be relevant today because of the invention of the wireless telephone. The strategy of convincing parents that they need a product for the well being of their children is still very common though. This ad does a good job promoting the products features as well as associating itself with their way of life. I think that the childish tone in the copy of this ad is not suitable for the age group in which they are trying to reach. The selling argument “Since the kitchen is where you spend so much time, it makes sense to have a telephone handy.“ is very outdated, not to mention hilarious, and would likely offend women in todays society.

 

7up

This 80’s advertisement for 7up is promoting the drink as almost an energy giving American treat. They talk about all the activities people are doing while drinking the refreshing 7up.

I don’t believe 7up could be sold on these same features in current days. Our society now drinks caffeine so regularly that a simple pop doesn’t give them the energy that this ad is trying to promote. If you were tell people these days that one 7up would give them the energy to go jogging, swimming or hiking they would laugh.

Innocence

 One website/blogger commented on this advertisement for Love’s Baby Soft Perfume: “This ad from the April 1976 issue of Tiger Beat Magazine appears to be aimed at pedophiles.”

The strategy is to make it seem like this little girl is sexy because of the perfume she’s wearing. The product is a perfume that smells like baby powder but is “grown-up” and “sexy.” So WHO is the target audience!?

I hate this ad. I don’t feel like this strategy is relevant today at all. This comes off of as extremely creepy and no little girl should be trying to be seductive. The only thing that this ad would do if published today is that it would make the company explain for it’s actions. Exploiting innocence is never okay. This would be completely ineffective in today’s society.

Coca Cola in the 50’s

This throwback print advertisement for Coca Cola is from the 1950s. The strategy is to promote Coca Cola as a refreshing drink that can brighten up your day. It’s selling that refreshed feeling that comes with drinking a coke.

This strategy is still relevant today and it would still be effective. People will always want a drink that is delicious and refreshing. They will always have a need to satisfy their thirst. Coca Cola has been that drink for many people for many years and it will probably continue to be.

Brooke and Kim

It was about 30 years ago when Brooke Shields declared, “Nothing comes between me and my Calvins.” The strategy here was to sell intrigue and sexuality as well as devotion. If you were a female and wore Calvin Klein Jeans, you communicated a sense of mystery and seductiveness while wearing a good pair of jeans. The ad is effective because the images are simplistic and the copy is extremely powerful with a large impact. The strategy is still relevant today because the original ad is so memorable. Shown below is Kim Kardashian recreating the series of print ads. Even though the celebrity doing the endorsement is different, the new version still conveys what the original did. Kim’s version does not contain the original tagline, but it does not have to because it is already assumed.

 

United Airlines

This print advertisement for United Airlines was published in Newsweek in November of 1973. The target audience for this ad are people who travel on air planes and the strategy is to position United as an airline that will not keep you waiting in lines.

I believe that this ad is still relevant today. Nobody ever has or ever will like waiting in lines. People choose to fly places instead of driving because it is faster and more convenient. If you have to wait in line for the same amount of time as your flight then there is no point in flying in the first place. This ad is definitely effective in my mind and I would choose United over other airlines if I knew that it would get me through line and to my destination faster and with less hassle.